PepsiCo reshuffles with new Gatorade UK marketing director

PepsiCo has carried out a marketing reshuffle, shifting its Quaker Oats UK marketing director Hayley Stringfellow to the role of marketing director for Gatorade and sports nutrition UK and Ireland.

Hayley Stringfellow: taking up lead UK marketing role on Gatorade
Hayley Stringfellow: taking up lead UK marketing role on Gatorade

Stringfellow moves from her role as marketing director at Quaker and Snack A Jacks. There, she was responsible for propelling the Oat So Simple porridge range to become the UK's fifth-biggest cereal brand, most recently launching Quaker Oat So Simple Pots.

She will report directly to Andy Williams, senior vice-president and general manager, franchise centre of excellence and sports nutrition. She will oversee the planned UK push of the Gatorade sports-drink brand, while developing the company's sports-nutrition platform in the UK market.

Prabha Cheemalapati, the previous marketing director for Gatorade in the UK, will continue in the role of marketing manager for hydration and energy. The identity of the replacement marketing director for Quaker and Snack A Jacks is yet to be confirmed.

Stringfellow's appointment follows PepsiCo's rebranding of Gatorade to 'G', as part of a drive to gain interest from athletes and active consumers, while building its global brand identity.

PepsiCo said that marketing efforts for the brand will focus on digital activity and sports sponsorship. It will also introduce new products as it looks to expand its share of the market.

The Gatorade brand already uses cyclist Victoria Pendleton and sprinter Usain Bolt in its marketing, as well as sponsoring high-profile events such as Aviva Premiership Rugby and the London Triathlon.

The UK glucose and stimulant drinks take-home market is one of the fastest-growing sub-categories, with volume up by 19% last year, according to Britvic. The soft-drinks manufacturer and distributor said in its annual report that stimulant drinks accounted for 22% of this growth.

Gatorade accounts for about 75% of the US sports-drink market, but has a smaller presence in the UK, where Lucozade Sport is the market leader.

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